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Creativity, sophistication and sales acumen: those were the keys to winning at this year’s SAM awards honouring the local housing industry’s best in model homes, sales staff and centres, and marketing programs.

Organized by the Greater Ottawa Home Builders’ Association, the 33rd annual awards saw an impressive 102 entries in 35 categories. The steady growth in entries in recent years and the addition this year of four new awards – three in digital and social media advertising and one in radio advertising – point to the vigour, pride and technologically attuned nature of Ottawa’s housing industry.

The 2016 SAM AwardsBack to video

Among builders, Uniform Urban Developments was this year’s big winner, taking home five awards: three shared prizes in sales and marketing, one in model homes, and the Grand SAM for garnering the most awards overall in the builder category.

“What a day!” said a grinning Ryan MacDougall, Uniform’s marketing and sales coordinator after winning the awards. “We put in a lot of work, and it’s great to get the recognition.”

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On the sales and marketing side, the high scorer was TRUEdotDESIGN. The strategic marketing, branding and design company scooped up ten awards in categories ranging from website building to marketing innovation and a special achievement prize as industry partner of the year. Most of the awards were shared with clients including three with Uniform.

“It’s amazing!” said TRUEdotDESIGN president and owner Shelley True. “We’re always thinking outside the box and dealing with challenging new technologies. Social media is evolving so fast; we really have to stay on top of it.”

The Rogue, by Campanale Homes, features a fireplace that can be enjoyed from both the living room and the kitchen-dining room. /-

This year’s six judges – a mix of SAM veterans and newcomers – were struck by everything from the high level of model home design to the strategic thinking that characterizes the sales process.

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Sophie Rust, homes editor at the Ottawa Sun and a two-time SAM judge, noted the growing popularity of contemporary elevations and interiors in model homes up to about 3,000 square feet. She said model homes larger than that are still generally outfitted along classic lines, perhaps to suggest the established financial circumstances of families who can afford larger homes.

When it came to colour, Rust was very taken with the rich blue used for the walls and ceiling of the den in The Douglas Loft by Uniform. It’s a colour choice that contrasts with the neutral palette common in models. “It makes a bold statement coming into the home,” she said. The Douglas Loft won Best Bungalow Model (Single) over 1,500 square feet.

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Rust also commented on fireplaces, saying that in production homes the feature has traditionally been a focal point on an end wall. Now, “builders are being more creative with fireplace placement.” As an example, she pointed to the corner fireplace that casts a cheery glow in both the living room and adjoining kitchen/eating area in Campanale Homes’ open-concept The Rogue, one of this year’s SAM entries and a winner at the recent housing design awards in Ottawa.

Karen Kavenaugh, who teaches advertising and marketing communications management at Algonquin College, saw some clever use of branding strategies including an emphasis on how it would feel to live in the busy, upbeat community surrounding one’s new condo.

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The first-time SAM judge also praised builders’ sales teams. “You could see how they thought about the intricacies of (buyers’) questions,” she said. “They really focused on their client; everyone stressed getting to know their clients and helping them get what they wanted.”

Claridge Homes won Best Single Family Home Model, 2,000 to 2,499 sq. ft., with Doyle.Miv Photography/-

Anita Murray, former Ottawa Citizen Homes editor and a returning SAM judge, said she was struck by the sophistication of this year’s model entries. “They can compete with anything you see in the design and décor magazines.”

She said the models also show how production builders are finding ways to give their homes a custom look and feel while keeping them affordable.

Murray noted that wallpaper was a popular model home accent everywhere from powder rooms to mudrooms. Claridge’s Doyle, which won Best Single Family Home Model, 2,000-2,499 square feet and was also a winner at the housing design awards, sported wallpaper in the foyer and pops of colour elsewhere. Claridge won a total of three awards, including best condo models high and low-rise.

Other winners this year included RND Construction, which won nine trophies at the recent housing design awards. RND took home two SAM prizes including Most Environmentally Friendly Builder.

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1/8

Richcraft won Best Town Home Model, 1,500 sq. ft. and under, with Cambie.

2/8

Richcraft won Best Town Home Model, over 1,500 sq. ft., with Stillwater.

3/8

RND won Best Single Family Home Model, 2,500 - 2,999 sq. ft., with The Orchard.

4/8

Tartan Homes won Best Single Family Home Model, 3-000 sq. ft. and over, with Cambridge.

5/8

eQ Homes won Best Bungalow Model, Attached, with The Augusta.

6/8

Claridge Homes won Best Condo Model, Low Rise, with Strathcona.

7/8

Claridge Homes won Best Condo Model, High Rise, with The York.

8/8

eQ homes won Best Community with eQuinnelle.

The Winners

BUILDER SALES ASSISTANT Cristina Crothers, Glenview Homes

BUILDER SALES REPRESENTATIVE Thomas Speckmann, PMA Brethour Group

INDUSTRY PARTNER SALES REPRESENTATIVE Dan Kosabek, RBC

BUILDER SALES TEAM Glenview Homes

INDUSTRY PARTNER SALES TEAM Amsted Design-Build

DESIGN CENTRE CONSULTANT Leah Wellstein, Glenview Homes

BEST PRINT AD BUILDER Fineline Perspectives with Lepine

BEST RADIO AD Builder Campanale Homes and Urbandale Construction

BEST DIGITAL AD TRUEdotDESIGN with Uniform Urban Developments

BEST SOCIAL MEDIA AD BUILDER Campanale Homes and Richcraft Group of Companies

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BEST SOCIAL MEDIA AD INDUSTRY PARTNER (NON-BUILDER) TRUEdotDESIGN with Marchand Lighting and Electrical

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